How to send the right email every time with Dynamic Email from Constant Contact

Email is one of the most effective pieces of marketing at your disposal. The ability to communicate your products and services directly to your target audience is a mouth-watering prospect. However, with the challenges of junk folders and, more recently, Clutter, getting your emails into the recipient’s inbox can be tricky.

The best way to get in (and stay in) your subscribers’ inboxes is to make your content relevant and interesting to all recipients. However, this is easier said than done. Every subscriber is likely to have slightly different interests and needs, and no matter how hard you try, it is going to be difficult to fulfil the needs of everybody. In the circumstances, you might be forgiven for falling back into concentrating on making one email that broadly achieves your audience’s needs.

The problem is though, if you don’t make bespoke and personal email content, your emails and all your hard work will fall into the clutches of your recipients’ clutter, and it is very difficult to get it out. Irrespective of the dreaded clutter, personal email content is just good practice - it is what turns leads into customers.

Thankfully, there is an answer: Dynamic Email from Constant Contact.

Constant Contact is a marketing automation system and email service provider that allows you to create one email, with different messages and content based on the attributes, interests and behaviour of each subscriber in your database. You can swap out entire paragraphs, images, calls to actions and more. Better still, it requires absolutely zero coding, thanks to Constant Contact’s point and click interface.

Imagine you have a database of investors. Think about the different messages you may want to communicate to them. Let’s look at a few examples:

• Stage of the registration process – for peer-to-peer lending platforms, it is likely they will have different stages that a potential investor must go through before they can make an investment. Therefore, the call to action for each investor should be different. For example, a fully registered investor might get a call to action that reads: Log into your account to invest in the Joe Blogs loan! For an investor that has only partially registered, this might read: Complete your registration to see the latest investment opportunities and earn a return of up to 6%.
• Promoting loans – if you have details of the loans your investors have invested in, you can use this data in your email to promote loans they haven’t invested in. Great for getting investors who have already invested in one loan, to invest in another one!
• Last invested – If you have investors that haven’t invested in the last six months, you could add in a dynamic message that offers them an incentive to invest again.

Depending on the information you store in your database, the options are almost endless.

Competition for space in people’s inboxes is getting fiercer. The ability to make your emails stand out has never been more important. Dynamic Email from Constant Contact gives you this opportunity in a way that is totally manageable and efficient. There is no need to create multiple lists, multiple emails and spend time modifying multiple spreadsheets.

One email that intelligently adapts to each of your customers – it’s that simple.

Interested? If you think this might be the missing component in your email marketing efforts, why not get in touch? As a Constant Contact certified partner, The Marketing Eye is perfectly placed to help your business get the most out of the system.

Alternatively, you can find out more about Marketing Automation with Constant Contact in our free guide.